Why do people have to describe “branding” like this? Key Quote:

“Branding is an ad industry buzzword that refers to organizing a company and its products or business processes to differentiate them from competitors through consistent graphic design, services and products.”

Builders get the lowdown on branding
A Twin Cities ad executive told builders on Thursday that branding can set them apart from the hundreds of competitors operating in the market.

I believe branding is something that happens inside the heads of the customers not on the computer screen of the graphic designer. Your goal in branding is to be the business people think of first and feel best about when in the market for your product or service. Do the things that will accomplish this. If good graphic design moves this process forward, then do it. Just don’t do it backwards.